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11th Oct 2017

CoverGirl is changing its slogan for the first time in 20 years

No more 'Easy, Breezy, Beautiful'.

Laura Holland


It’s not what we expected.

We’re all probably familiar with the CoverGirl brand, and they’re annoyingly catchy slogan, “Easy, Breezy, Beautiful’. Many famous women, including Ellen DeGeneres, Katy Perry, Sofie Vergara and Taylor Swift, have been the face of the brand, quoting the well known saying at the end of adverts.

It was also a huge part of America’s Next Top Model, as the winner of each series won a huge contract with CoverGirl.

But it’s time to say goodbye to ‘Easy, Breezy, Beautiful’, as the popular makeup brand has just been given a new logo. It now reads, ‘I Am What I Make Up’.

Taking to Instagram to announce the change they said:

#IAmWhatIMakeUp celebrates your power to create who you are and discover who you want to be. ?We believe make up is a tool and a toy and we’re here to play and slay all day, everyday.”

Speaking about the relaunch, Senior VP Ukonwa Ojo said:

“In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation.

This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”